We are the leading creative and strategic global influencer marketing agency
Billion Dollar Boy is a global influencer marketing agency creating award winning influencer led advertising campaigns, with a team of over 160 influencer marketers.
Our History
It started with a phone call in 2014 between friends all quick to realise the untapped influencer phenomenon. Edward East was such a big fan of Pharrell Williams that when the rapper launched his Billionaire Boys Club fashion label, he bought the domain name BillionDollarBoy.com, with the hope that it may lead to an intro. The name stuck but we’re still waiting for a phone call from Pharrell.
We want to challenge preconceived ideas about what advertising should be by building a revolutionary, decentralised, integrated and effective influencer marketing agency business model focussed on the power of influencers, and which puts them at the heart of advertising.
We became one of the first truly global influencer marketing agencies and have grown to become one of the fastest-growing full-service influencer led advertising agencies in the world.
We believe that one of the biggest issues advertising agencies face is reputational. Our team and our culture are what set us apart, and our vision is to solve the reputational issues that advertising – the industry we love and breathe – faces. We want to:
“Set a new standard of advertising with a greater social purpose, where creativity is democratised, and technology drives efficiency and effectiveness.”
At the start of 2022, our whole agency worked together to identify problems that exist in our industry and then started to think of the potential solutions. Our collective thinking informed a set of Future Behaviours that we believe will positively change the industry. We believe that every agency should exhibit these behaviours.
We are not going to wait to follow others. We will lead the charge towards this new standard, but it will only work on a broader level as a collective effort.
Our Future Behaviours
Our collective thinking has informed a set of Future Behaviours that we believe will positively change the industry. These future behaviours are a goal – behaviours we can start to put into practice from today, and build on for tomorrow.
Work with brands, but on behalf of people
Seek out voices less heard, act upon what they tell you
Be fair to everyone, then you’ll have nothing to hide
Treat your clients like friends and your team like best friends
Solve problems with a curious mind
Empower employees with a framework for freedom
Brands are our clients, but our industry’s work and agency behaviours must be in the interest of the people. Agencies must educate brands on what is important for consumers - supporting them to create value for people in a variety of ways - societal, environmental, political and/or others. Agencies must also ensure that they act on behalf of the people with their own processes and operations too.
The world is filled with valuable opinions, perspectives and thoughts, that when brought together make better work and ultimately a better world because of it. Whether it be the people you already work with, the people who haven’t yet found, the brands you represent, the charities you could support - we need to work harder to seek out and actively listen to the broadest range of voices as possible, then act upon the information shared.
Agencies should not reward subjectively, or arbitrarily - it’s not rewarding those who shout loudest. A reward structure needs to have equality - the same structure and frameworks for everyone to see. This will create a culture of objective reward. There is a need for transparency, and agencies need to create a reward structure with nothing to hide. If you’ve got something to hide, there’s something wrong.
Understand that your clients give you the opportunities to do great work, but your people are the ones that turn that opportunity into work. Both are important in this ecosystem, but agencies need to ensure that when push comes to shove their ultimate interest lies in favour of their employees.
We operate in the creative industry, and creativity is ‘the use of imagination or original ideas to create something; inventiveness.’ Agencies need to feel more comfortable in solving problems in ways that maybe haven’t been proven before - they shouldn’t always do what worked before. Whether the problem is an internal workflow, a client brief, an operational structure or something else, agencies need to be less afraid to take the more risky path in favour of potentially greater outcomes. If it isn’t broken, still explore changing it.
Provide structure and support around your employees that guides and comforts them, but never restricts. Enable your employees to make their own decisions and trust them to do so, but provide the framework around them to support if anything is unfavourable. Encourage your employees to decide the speed and direction of their own career progression within clear parameters from the business.
Brands are our clients, but our industry’s work and agency behaviours must be in the interest of the people. Agencies must educate brands on what is important for consumers - supporting them to create value for people in a variety of ways - societal, environmental, political and/or others. Agencies must also ensure that they act on behalf of the people with their own processes and operations too.
The world is filled with valuable opinions, perspectives and thoughts, that when brought together make better work and ultimately a better world because of it. Whether it be the people you already work with, the people who haven’t yet found, the brands you represent, the charities you could support - we need to work harder to seek out and actively listen to the broadest range of voices as possible, then act upon the information shared.
Agencies should not reward subjectively, or arbitrarily - it’s not rewarding those who shout loudest. A reward structure needs to have equality - the same structure and frameworks for everyone to see. This will create a culture of objective reward. There is a need for transparency, and agencies need to create a reward structure with nothing to hide. If you’ve got something to hide, there’s something wrong.
Understand that your clients give you the opportunities to do great work, but your people are the ones that turn that opportunity into work. Both are important in this ecosystem, but agencies need to ensure that when push comes to shove their ultimate interest lies in favour of their employees.
We operate in the creative industry, and creativity is ‘the use of imagination or original ideas to create something; inventiveness.’ Agencies need to feel more comfortable in solving problems in ways that maybe haven’t been proven before - they shouldn’t always do what worked before. Whether the problem is an internal workflow, a client brief, an operational structure or something else, agencies need to be less afraid to take the more risky path in favour of potentially greater outcomes. If it isn’t broken, still explore changing it.
Provide structure and support around your employees that guides and comforts them, but never restricts. Enable your employees to make their own decisions and trust them to do so, but provide the framework around them to support if anything is unfavourable. Encourage your employees to decide the speed and direction of their own career progression within clear parameters from the business.
Our Diversity & Inclusion Progress
We are striving for greater representation within our business, industry and our output. We want to create more authentic, representative creative work that reflects society. We are on a journey to accelerate our efforts to create an inclusive environment for all.
